Revival of Time-Honored Brands: Why Are Young People 'Chasing Old'?
Behind the resurgence of Bee & Flower, Yumeijing, and Pechoin lies a shift in young consumers' mindset. This article analyzes the three layers of psychology behind the 'chasing old' phenomenon.
'It's not that foreign products are unaffordable, but domestic ones offer better value for money' — behind this quip lies a structural change in young people's consumption attitudes.
Layer One: Rational Return
With more cautious economic expectations, young people place greater emphasis on 'practicality'. The high cost-performance of time-honored brands is being rediscovered.
Layer Two: Cultural Identity
The rise of the 'guochao' (national trend) has transformed 'Made in China' from a cheap label into a marker of identity, making time-honored brands a vehicle for cultural pride.
Layer Three: Emotional Nostalgia
Bee & Flower and Yumeijing carry childhood memories, and nostalgia is a powerful emotional hook. The resurgence of time-honored brands often begins with emotion and ends with product quality.
For time-honored brands, 'being chased by young people' is a starting point, not an end point. Whether they can retain these consumers ultimately depends on the products themselves.
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Sources / Further reading
All content here is original analysis and roundup; data follows official sources such as the MOFCOM time-honored brand list. Please attribute when citing.